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FOCUS GROUP DISCUSSIONS

FOCUS GROUP DISCUSSIONS. What is the FGD?. The focus group is a discussion-based (group) interview

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FOCUS GROUP DISCUSSIONS

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  1. FOCUS GROUP DISCUSSIONS

  2. What is the FGD? • The focus group is a discussion-based (group) interview • It is the use of multiple respondents, its “focused” and relatively staged (by a “moderator’) nature that makes the FGD unique among the data-gathering methods

  3. What is the FGD? • An FGD is an exercise in group dynamics • Focus groups provide data on the: (1) group process (way people interact and communicate with each other), and, (2) content (the focal stimulus and issues arising from it)

  4. What is the FGD? • The FGD has a “focusing” component – a particular stimulus object, event, situation (e.g. film, campaign, behavioral scenario) • It can be a self-contained method or a supplement to other methods

  5. When to CONSIDER using an FGD • Need insight in exploratory or preliminary studies; also survey design and interpretation • Need insight into the realities defined in a GROUP CONTEXT and the dynamic effects of interaction on expressed beliefs, attitudes, opinions, and feelings • Need to find out the degree of CONSENSUS on a topic

  6. When to CONSIDER using an FGD • Need a FRIENDLY research method that is respectful and not condescending to a target audience • Need to get closer to participants’ understandings of and perspectives on certain issues

  7. When NOT to use an FGD • A group discussion is not the right forum • The topic is not appropriate for a group discussion • Statistical data are required • The researcher cannot ensure the confidentiality of sensitive information • Researcher seeks to test hypotheses

  8. Advantages of using an FGD • Encourages people to discuss things with greater freedom • Makes people more aware of their own perspective and prompts them to analyze their views more intensely • Exerts peer pressure to “tell it like it is” • Allows the facilitator to probe and explore unanticipated issues • Provides an opportunity to observe a large amount of interaction on a topic in a limited period of time

  9. Advantages of using an FGD • Allows the researcher to access substantive content of verbally expressed views, feelings, opinions, experiences and attitudes • High face validity • Economical, practical, and easy to conduct • Provides quick results • Flexible

  10. Limitations of using an FGD • The researcher-facilitator has less control over the data generated than in an interview; the participants define the nature of the group interaction (so they have more control) • Always some uncertainty about the accuracy of data • Requires a researcher skillful in facilitating groups or moderating discussions

  11. Limitations of using an FGD • Data are more difficult to synthesize and analyze • Data may not be generalizable • Nature of the group varies • Privacy is lacking • Participation may not be equal • Groups may be difficult to assemble • Venue may not be conducive

  12. Designing an FGD • Sampling and recruitment of participants • Who can best give meaningful information? • Participants must share some common characteristics (work, age, SES) • Heterogeneous vs. homogeneous groups • Sample size • How many FGD sessions needed? • depends on time, resources, and evidence required • Group size • 6-12 participants • the ideal is 6-8

  13. Designing an FGD • Location and Setting • Set the tone of research as professional and on neutral ground • Consider convenience and comfort (maybe in the participants’ home territory) • Appropriate ambience of informality • Availability of refreshments, nearby toilets • Suitable seating and table arrangements • Length of Session • Between one and two hours is the standard duration for each session

  14. Steps in Designing the FGD • Determine the purpose of the study • Determine whether an FGD is the most appropriate method • Determine the participants • Design the FGD questions and flow • Determine the number of sessions needed • Select the venue • Select and brief FGD facilitators (conduct a dry run of the FGD)

  15. Conducting the FGD • Allow participants to settle or be comfortable • Introduce the topic • Ask permission for tape recording • Ensure confidentiality • Set ground rules • Ask your questions • Practice active listening

  16. Conducting the FGD • Remain neutral (do not state your own views) • If necessary, validate answers • Be sensitive to group atmosphere and processes • Ensure recording of FGD session (audio, video, field notes) • Synthesize • Thank participants

  17. Process Facilitation • Moderator must be able to manage a group • Maximize self-disclosure by balancing sensitivity / empathy and objectivity / detachment (a permissive and non-critical climate) • Moderating is the art of process facilitation- facilitating someone else’s discussion

  18. Process Facilitation • Moderating means empowering participants • Pose “incomplete understanding” but not ignorance (which will appear insincere) • Make clear you are there to learn • Guide in an unobtrusive and subtle way • Practice low content control and high process control

  19. Process Facilitation • Maintain “focus” • Specificity – elicit meanings and differential responses • Range – facilitate transitions from one area of a discussion to another • Depth – elicit in-depth responses (expand on limited responses); diagnose level of depth and shift towards a “deeper” level

  20. Types of FGD Questions • OPENING QUESTIONS • Can be answered quickly in a round robin manner • Are factual rather than opinion-based • Help identify characteristics common to the respondents • INTRODUCTORY QUESTIONS • Introduces the general topic of discussion • Provides the participants the opportunity to link current topic with past experiences

  21. Types of FGD Questions • TRANSITION QUESTIONS • Steer the discussion into the key points of the study • Link between introductory and key questions • KEY QUESTIONS • Maintain focus on the topic • Around 2-5 questions • Require the greatest attention and discussion

  22. Types of FGD Questions • ENDING QUESTIONS • Bring closure to the discussion • Enable respondents to reflect on previous comments • 3 TYPES OF ENDING QUESTIONS: • ALL THINGS CONSIDERED QUESTION • Enables the respondents to state their final position on critical areas • Is often asked in a round robin manner

  23. Types of FGD Questions • SUMMARY QUESTION • Is asked after the facilitator has given a short summary of the key questions and relevant ideas that emerged from the discussion • FINAL QUESTION • Is a standard question asked at the end of focus groups • Is usually given right after the summary question – “Have we missed anything?” • 5-10 minutes is usually allotted for this portion

  24. Tips in Asking Questions • Ask easy to answer questions first • Place questions in a logical order (FUNNEL approach or INVERTED FUNNEL approach) • Put sensitive questions and open-ended questions last

  25. Problem Situations • Monopolizing/Talkative members • Self-appointed experts • Private conversations • Jokes • Disagreeing • Hostile members • Distractions • Doing own work • Tardiness • Non-participation/Silent members • Discussion is off track

  26. Analyzing FGD Results • BEFORE THE FGD • Reflect on the primary purpose of the study, resources available and the investment needed in the analysis • Make preliminary decision on analysis strategy (e.g. tape-based, note-based, or memory-based) • Prepare a response template to facilitate data recording • If possible, assign a process observer and plan which of the process elements to focus on

  27. Analyzing FGD Results • DURING THE FGD • Listen to inconsistent comments and probe for understanding • Listen for vague and cryptic comments • Offer a summary of key questions and seek confirmation • Obtain needed background information on participants • Pay close attention to nonverbal behavior (POA) • Record the FGD (audiotape, videotape, field notes)

  28. Analyzing FGD Results • AFTER THE FGD • Label and file all field notes, tapes, and other materials • TRANSCRIBE proceedings • Look for PATTERNS and THEMES in responses (content or thematic analysis) • Integrate and formulate generalizations or conclusions – a SYNTHESIS

  29. Analyzing FGD Results • CONTENT ANALYSIS • Mechanical component -- organizing and subdividing the data into CATEGORIES • Interpretative component -- determine which of the categories are MEANINGFUL in terms of the questions asked • QUALITATIVE – codes, themes • QUANTITATIVE – frequencies, rankings, ratings

  30. REFERENCES: • Human Resources Center (2002). Certificate Course in Professional Training and Development. Slide presentation. Department of Psychology, Ateneo de Manila University. • Millward, L.J. (1995). Focus Groups. In G.M. Breakwell, S. Hammond, & C. Fife-Schan (Eds.), Research Methods in Psychology (pp. 274-291). London: Sage Publications, Ltd. • Tumbaga, L. (October 1997). The Basics of Focus Group Discussions. A seminar conducted during the Social Indicators Annual Meeting of the ARD Governance and Local Democracy Project, Puerto Princesa City, Palawan.

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